Is Dove too ‘soft’ on taking a stance for women?

In the weeks leading up to Women's Day, brands turn to their seasonal strategy of weaving women empowerment themes into ads. Few get this right. But it is especially surprising when brands such as Dove, preferred mostly by women, get it so wrong.

Their latest ad in India shows four women being judged for their 'flaws'. They never say a word. Quiet and submissive, they suffer. The ad ends with a gentle voice that appeals to people to not look at flaws, but at beauty.

Do the producers believe that this portrayal and gentle persuasion is going to help women find a more equal place in the world? What histories have they been reading? When has any form of equality or empowerment, even a bit, been the result of people staying quiet and submitting?

I understand Dove's 'gentle' brand positioning but being gentle is not the same as being submissive or suffering jibes or staying mute. That's disempowerment. Confusing gentleness with submission strengthens stereotype, doesn't break it.

Dove, you have your market's attention. You can use it to normalise strong stances that women take against shaming, even casual shaming. It won’t make them less gentle. Because you care for women beyond their skin, this is a stand worth taking.